Swear Like a Mother

We launched a new campaign for Kraft Mac & Cheese called, "Make It Right," that celebrated the honest truth that parents aren’t perfect. For Mother’s Day, we teamed up with swearing expert Melissa Mohr to reassure moms that although 74% of them admit to swearing in front of their kids, it’s all ok. Because even if you do, you can make things right again with a bowl of Kraft Mac & Cheese.

Swear Like a Mother

Swear Like a Mother (Case Study)

Hockey

Bounce House

Swing

New and Not Improved

Kraft Heinz decided to remove the artificial flavors, preservatives and dyes from Kraft Macaroni & Cheese, an iconic 80-year-old American favorite. We were tasked with advertising the change. Our solution was not to advertise it at all.

When the new recipe was ready, we convinced Kraft to package it in its classic blue boxes, changing only the tiny ingredient label. Stores began quietly selling the new recipe in December 2015. Over the next three months, Americans bought more than 50 million boxes. That’s when we announced we had pulled off the biggest blind taste test in history.

New and Not Improved (Case Study)

The "It's Changed, But It Hasn't" Story

Nobody Noticed

Fight

Kraft Macaroni & Cheese

We repositioned Kraft Macaroni & Cheese as a family food. After years of Cheesasaurus Rex ads aimed at kids, we uncovered the truth that everybody loves it, not just kids.. So we stopped advertising to them. Because besides just being wrong, we knew there was a bigger opportunity in reminding parents that everybody has a special place for the golden noodle in their hearts and bellies.

We also introduced Hispanic parents to the brand with a little bit of a shift in the theme line, because they didn't grow up with KMC. We discovered that they were afraid that serving KMC (or any super-American food) to their kids would make them less Latino. So we tackled that fear head on in a variety of work that was designed to feel like it was coming from the same brand they experienced in English-speaking media.

What I Did For Love

Diamond Jubilee

Book Club

The Negotiator

Father's Lesson

Waste

Babysitter

Pregnant

Go Ninja, Go

Hispanic Case Study

Unspoken Agreement

Amor Prohibido

Realizacion

Compra Secreta

Salsa Test

English Test

Noodle Reunion Case Study

Newstalgic Case Study

Newstalgic Tunes Case Study

Dinner Not Art Case Study

Star Wars Kraft Macaroni & Cheese

We sold boxes of Star Wars Kraft Macaroni & Cheese, not as food, but as a valuable Star Wars collectible.. We partnered with Disney and the world's largest Star Wars Museum, Rancho Obi Wan, to get these collectibles into the museum's permanent collection.

Can't Play

Great Disturbance

Imperial March Boxes

Infiniti

On the Run

Xbox One

Xbox One. Games and entertainment. Together in one. This was a huge global launch in the gaming world. Which, for consoles, only comes around every seven or eight years. We wanted to personally invite our fans not just to the next generation, but to the new generation.

Invitation

Lost

His & Hers

Retirement Home

The Making of Invitation (Cinema)

Global Case Study

Stove Top

Off the Menu

Movie Night

Leftovers

Turkey Feeder

Microsoft Windows Holiday

The assignment was to create an umbrella global campaign for the holidays showcasing all of Microsoft's consumer brands. At the time, people felt technology was fracturing families. We believed that technology was actually starting to bring families closer together.

Dog.ppt

Homework

Keep Shopping

Baby

Date Night

Drawing

Bing

Everybody loves Google. What's not to love? So we did a blind test to see which search engine people preferred when you took the branding off. Guess what? Most people preferred Bing. We also helped Bing launch "Social Search," which combined information from your Facebook friends with your Bing search results.

Bing It On Case Study

Bing It On Long Form

Bing + Facebook: Chromeo

Bing + Facebook: Restaurant

Aspen Dental

We created this stunt and film with Danica Patrick, who drove for Aspen Dental in NASCAR. Working with Jeff Tremaine, we opened up a food truck that only served food in liquified form to show people that if they don't take care of their teeth, they won't be able to chew their food.

Taste of the Future

Microsoft Windows 8

A brand new operating system and a brand new set of hardware to go along with it. We showcased both the Windows 8 experience and the new-fangled machines in this global campaign designed to introduce people to the much maligned Windows 8.

Windows 8 Is Coming

PC For You

Sign In With A Smile

Angry Birds

Microsoft Compete

We experimented with doing different types of competitive work for Microsoft aimed at their enterprise customers. All of this work made a lot of news and set the stage for later compete efforts by Microsoft, taking on their biggest rivals.

Not Us

Gmail Man

Googlighting

Windows Phone 7: Real Time Trials

Domino's

Taking a page out of "The Last Starfighter," we used Domino's innovative Pizza Hero app to identify the best virtual pizza makers in America. Then we found them and turned them into real, paid Domino's pizza makers.

Motorola

Before phones were smart, people cared about the way they looked and felt. This Super Bowl ad, which also ran globally, was directed by David Fincher, and told the story of how the smooth, round Motorola PEBL came to be. And all this time we though they were made in China.

PEBL

Color PEBL

Opel

Opel is an international car brand owned by GM. Like Buick or Saturn for Europe. We launched the 3-day Test Drive across Europe with a funny campaign. And also some offer work for the popular Opel Astra. Then we came up with the platform to launch their new roadster, the Opel GT, called "GT'aime."

Sex Change

Prison

Penguin

Stairs

Bungee

Referee

Shirts

Amstel Pulse

Amstel Pulse is a low carb, low calorie beer we launched across Europe and Australia. This type of beer was a completely new concept to European beer drinkers. We made an anthemic global commercial to introduce the idea of "Pure Filtering," then we did some interesting little animations and films to get people familiar with the bottle before they raised their hand and ordered one. The "Filtered Gallery" art show took the concept of filtering to a very personal level.

Filter Life

Filtered Gallery Case Study

Fountain

Vacuum Test

Bottle Cap Test

Dutch Discoveries

Enjoying Your First Amstel

Red For A Reason

Opening Technique

Brewery Location

Previously in Your Life

Sony

At a time when consumers were just starting to appreciate high definition, Sony let people know that High Definition was in their DNA. Across a range of consumer electronics, professional broadcast and entertainment products,.

HDNA Case Study

CyBravia

Cialis

Direct to consumer pharma in Europe. You can't advertise the brand. But you can remind people about the problem and that they are in denial.

No More Excuses

Meeting

Making of No More Excuses

Church's Chicken

Church's Chicken was made from scratch. Just like you'd make at home. If you were any good at cooking.

Grandpa

Bad Son

Fire 1

Fire 2

Fire 3

Coke

We wanted to remind people that "Coke moments" weren't a thing of the past. So we removed Coke from a few modern-day Coke moments.

Army

Exchange Student

Family Reunion

Value City

When you shop where the prices are really low, you feel rich.

Car

Bathroom

Quixi

We didn't get bitten by the dot com bug too much at Cliff Freeman. But these guys were pretty good clients. Now Siri does most of the stuff Quixi did. After all, they were just live operators standing by to search the web for you.

Saturn

A supercharged Saturn Ion and people who forget that they put things on its roof.

Falling Objects

Fox Sports

Fox promos were always fun to make. One set of these announced Fox's all-day pre-game Super Bowl coverage. Another introduced the two hosts of NFL Sunday, quarterback Boomer Esiason and comedian Jay Mohr, and their roles on the show.

Birthday

Zoo

Teeth

Trip

Adidas

Adidas was late to the game with a fitness app like Nike+. But when they launched their miCoach app, they wanted to focus on how miCoach actually coached runners to be better.

miCoach Says

HTC

HTC used to make phones for everyone else. Back when we worked with them, they were just starting to sell their own phones with their own name on them. Most people don't know this, but they introduced the touch phone way before Apple did. This spot introduced the idea of touch when Americans were just starting to hear about it. There's also an in-cinema ad here that told people not to use their phones in the movie theater, in any capacity.

Set Your Fingers Free

Cinema Policy Trailer

Western Union

When you work on Western Union, you can't just talk about money transfer all the time. You've got to bring back the Singing Telegram.

Singing Telegram

Adobe

Creative Suite 2 had a whole new set of tools for the creative person. But in the end, they are just tools. Tools that are nothing without an idea.